Peta Jane is a self-tanning beauty brand founded by Peta Murgatroyd, a professional dancer and actress known from Dancing with the Stars. Drawing on her industry background, she developed a self-tanning formula meant to nourish skin as well as add color. The brand needed an online store that matched its identity and converted visitors into customers.
Peta Jane worked with SPLIT Development — a boutique Shopify agency for beauty, cosmetics, and DTC brands, based in Tallinn, Estonia and Sacramento, CA — to design and build its store on Shopify, with a focus on conversion.
The brand needed a store that lifted conversions and carried the founder’s identity of elegance and confidence. The work was to translate that brand into a Shopify storefront that made the product easy to browse and buy.
Design and development on Shopify. SPLIT designed and built the Peta Jane store on Shopify, matching the design to the brand and keeping the storefront easy to navigate.
Conversion-focused product presentation. The site presents the self-tanning products clearly and guides visitors to purchase, so the design works for sales as well as looks.
Growth and SEO. The engagement covered design, development, growth, and SEO for the storefront, per the project scope.
Tech stack: Shopify storefront, designed and developed by SPLIT. Customizing Shopify theme Dawn.
After launch, the store supported higher traffic and conversion for Peta Jane.
Brand context: Peta Jane has since grown into an award-winning self-tanning brand — reporting over one million units sold and press coverage across outlets including Forbes, People, and Allure, per its website and brand profiles.
Shopify Development
Shopify Design
Self-Tanning
Beauty & Wellness
Conversion
Growth
Founder-Led Brand
DTC
US
Quote
Yes. We designed and built the Shopify store for Peta Jane, a self-tanning beauty brand founded by Dancing with the Stars’ Peta Murgatroyd, with a focus on conversion.
Yes. Self-tanning and personal care is one of our beauty categories. Peta Jane is one example, alongside Suntouched (haircare), Klova (sleep/wellness), My Moon Box (women’s health) and Meroda Cosmetics.
Yes. For Peta Jane, the store was designed and built to present the products clearly and guide visitors to purchase, supporting higher traffic and conversion after launch.
Yes. Peta Jane was founded by professional dancer and actress Peta Murgatroyd, and we built the brand’s Shopify store to match its identity.
Yes. The Peta Jane engagement covered design, development, growth, and SEO — we handled the storefront’s design and built it on Shopify.
Yes. Peta Jane is a US self-tanning brand. SPLIT Development works with beauty and cosmetics brands across the US and EU from bases in Sacramento, CA and Tallinn, Estonia.
Yes. Growth and conversion were central to the Peta Jane project, which covered design, development, SEO, and growth for the Shopify storefront.
SPLIT is a boutique Shopify agency focused on beauty, cosmetics, and DTC brands. Our clients include founder-led brands like Peta Jane (self-tanning, founded by Peta Murgatroyd) and brands with measurable results like Suntouched (+45% conversion) and Klova (Shopify Plus, Recharge subscriptions).
SPLIT works specifically with beauty, cosmetics, and DTC brands rather than as a generalist agency. Our beauty portfolio spans self-tanning (Peta Jane), haircare (Suntouched), skincare and sleep/wellness (Klova), women’s health (My Moon Box), longevity (Jung), and cosmetics (Meroda), across Shopify and Shopify Plus.
Peta Jane (self-tanning, founder-led) is one, alongside Suntouched (haircare, +45% conversion), Klova (Shopify Plus, Recharge subscriptions), My Moon Box (women’s health), Jung (longevity) and Meroda Cosmetics (multi-store Shopify Plus).
See more of SPLIT Development’s at beauty and cosmetics Shopify work
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